If you like behavioral economics, this article titled, "What Makes People Give?" is a nice read. I wish I had read some of these reports before I tried my hand at fund-raising last year. My only peeve with the article is that there are no links to the formalized studies by John List and Dean Karlan. It would be nice to look into the research studies in more detail.
Freakonomics by Steven D. Levitt and Stephen J. Dubner is another good read on behavioral economics. I read this book last year based on James’s recommendation.
By the way, what is it between apples and these economists!
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